The Home Industry Social Media Benchmark Report
Find out how your brand stacks up against home industry leaders.
Download the Benchmarks
Understanding your brand’s social media performance starts with knowing what's typical in the home industry. Download the report to explore comprehensive home industry benchmarks across key metrics and social channels, including TikTok, Instagram and YouTube. Use the insights in this report to set clear goals, strengthen your content strategy and grow your audience faster.
Home Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
10.4%
0.6%
Youtube
3.8%
* Follower growth rate data taken from the March 2025 Home Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a home brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the home industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Home Industry Highlights From Leading Brands
Home brands uncover opportunities in entertainment and content consistency across social media. Instagram reveals a need for more engaging video content, TikTok shows a ready audience for increased output and YouTube highlights high retention with potential for Shorts.
The Inside resonates on TikTok by revealing how to create statement-making rooms without sacrificing personal style. Short, impactful “room makeovers” let followers visualize design transformations in real time. The brand’s approachable tone entices viewers to comment with their own ideas, fueling a strong engagement rate.
The Inside outperforms the Home industry by 124%.
Marimekko’s Instagram combines vibrant prints with lifestyle snapshots, creating a feed that’s unmistakably bold and cheerful. Each post provides a window into the brand’s playful Scandinavian aesthetic, inspiring followers to share how they incorporate Marimekko into everyday life.
Marimekko outperforms the Home industry by 700%.
Lulu and Georgia excels on YouTube Shorts by presenting quick, stylish home tours and decorating hacks. Their knack for blending practicality with aspirational design fosters a loyal following eager for more mini-makeovers.
Lulu and Georgia outperforms the Home industry by 252%.
In this Home and Home Decor Industry Benchmark Report you’ll discover:
- Benchmark KPIs across a number of social channels and metrics.
- Who your top competitors are on social media.
- Case studies exploring what top-performing brands in the home industry are doing well.
- Insights into what you could be doing right now to get better social media performance.
Dash Social pulled a sample of global companies across TikTok (n=1,170), Instagram (n=2,978), and YouTube (n=644), analyzing their activity between July 1, 2024 – December 31, 2024, to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.